Evolving Go-to-Market & Commercial Models
Building New Commercial Capabilities
Biotech and pharma companies are launching more complex therapies, especially as it relates to oncology, rare disease, as well as cell and gene therapies. With therapeutic complexity increasing, companies are adapting their customer coverage models to meet changing customer needs. This adaptation is driven by a focus on a larger ecosystem including patients, payors, healthcare providers and healthcare systems. While the traditional sales representative is still critically important, only 20% of organizations solely rely on the traditional sales rep focused commercial model. In today’s world there are four distinct go-to-market (GTM) models. These models incorporate roles focused on reimbursement support, clinical education, patient education and case management are vitally important.
Alexander Group works with biotech leaders to establish sales strategies to support your go-to-market model with specific sales strategies that grow revenue and increase market presence.
How We Help
- Omnichannel strategy: Develop a robust omnichannel process to work in tandem with the primary sales reps so they can focus more attention on high-priority providers.
- Commercial model evolution: Identify the correct mix of core traditional sales roles and resources such as patient education, clinical education, reimbursement and key accounts to drive cost-efficient productivity and meet evolving customer expectations.
- Sales compensation: Align sales compensation programs with go-to-market strategy and ensure pay levels match therapeutic focus and sales motion.
- Research & benchmarks: Determine current and relevant data, trends, benchmarks and voice of customer research to help guide Sales, Marketing and Operations decisions.
Related Insights
Participate in Our Research
Briefing Offers- Biotech & Pharmaceutical Sales Compensation Survey The biotech and pharmaceutical sector is poised for significant growth, with a forecasted expansion of 14% in 2024, propelled by continuous innovation, robust R&D initiatives, breakthrough therapies and a growing demand for healthcare solutions. Alexander Group Sales Compensation Trends Survey, which collected data from over 25 biotech and pharmaceutical companies, offers critical insights that could impact your sales compensation plans for the coming year.
- Life Sciences Roles & Account Coverage Study Are your role and coverage strategies aligned for productivity and profitability? With the forecasted comeback, how are leaders determining the right roles and account coverage strategies to align resources by customer, product and industry end-markets? Get a full readout of the findings from this study.
- Marketing Insights Study Over 150 marketing executives were interviewed to determine the marketing initiatives being prioritized to maximize customer lifetime value. From marketing roles and resource allocation to marketing mix, channels and spend, get the latest insights on where marketing leaders are investing to advance their organization’s marketing maturity.
- Revenue Operations Survey Over 200 executives in sales and revenue operations were surveyed across Business Services, Financial Services, Manufacturing and Distribution, MedTech, Health and Wellness, Media and Technology to determine the leading practices of world-class revenue operations organizations.
Upcoming Life Sciences Events
-
Women Revenue Leaders Forum
St. Regis Hotel, Chicago, ILJoin hundreds of women senior sales, marketing, commercial and operations leaders to share stories of transformation, connect 1:1 virtually, and take away actionable ideas.
-
Tuesday, April 29, 2025 –
Wednesday, April 30, 2025 -
St. Regis Hotel, Chicago, IL
-
-
Marketing Symposium
New York, NYExclusively for B2B marketing executives, the B2B Marketing Symposiums create an innovative space for leaders to network and contribute skills, knowledge and experiences across B2B marketing practices including:
• Marketing archetypes
• Customer segmentation and targeting
• Customer persona profiling
• Opportunity modeling
• Demand generation
• Modernizing product commercialization
• Generative AI for marketing
• Revenue attribution
• Marketing ROI
• And more!Attendance is complimentary. Event details, speakers and agenda to come soon.
-
Tuesday, June 10, 2025
12:00 p.m. – 5:00 p.m. -
Convene | 530 Fifth Avenue | New York, New York
-
-
Marketing Symposium
VirtualExclusively for B2B marketing executives, the B2B Marketing Symposiums create an innovative space for leaders to network and contribute skills, knowledge and experiences across B2B marketing practices including:
• Marketing archetypes
• Customer segmentation and targeting
• Customer persona profiling
• Opportunity modeling
• Demand generation
• Modernizing product commercialization
• Generative AI for marketing
• Revenue attribution
• Marketing ROI
• And more!Attendance is complimentary. Event details, speakers and agenda to come soon.
-
Thursday, June 12, 2025 –
Thursday, June 12, 2025 -
Virtual
-
-
Sales Compensation Symposium
VirtualExplore the latest trends, share ideas and experiences, and network with your peers at the #1 event for sales compensation professionals!
Sales Compensation is a convergence accelerator—it brings together organizational structure, jobs, processes and metrics to deliver faster ROI and customer value. Leading firms use sales compensation as a strategic advantage by defining strategy, managing success metrics, assisting with change management and ultimately providing continuous improvement tactics.
At the Sales Compensation Symposium, you will engage with sales comp colleagues and experts through keynotes, panels and workshops. The Sales Compensation Symposium provides the latest research, trends, practical examples and best practices of sales compensation governance, design and administration.
-
Tuesday, August 5, 2025 –
Tuesday, August 5, 2025 -
Virtual
-
-
Sales Compensation Symposium
San Francisco, CAExplore the latest trends, share ideas and experiences, and network with your peers at the #1 event for sales compensation professionals!
Sales Compensation is a convergence accelerator—it brings together organizational structure, jobs, processes and metrics to deliver faster ROI and customer value. Leading firms use sales compensation as a strategic advantage by defining strategy, managing success metrics, assisting with change management and ultimately providing continuous improvement tactics.
At the Sales Compensation Symposium, you will engage with sales comp colleagues and experts through keynotes, panels and workshops. The Sales Compensation Symposium provides the latest research, trends, practical examples and best practices of sales compensation governance, design and administration.
-
Thursday, August 7, 2025 –
Thursday, August 7, 2025 -
San Francisco, CA
-
-
Sales Compensation Symposium
Minneapolis, MNExplore the latest trends, share ideas and experiences, and network with your peers at the #1 event for sales compensation professionals!
Sales Compensation is a convergence accelerator—it brings together organizational structure, jobs, processes and metrics to deliver faster ROI and customer value. Leading firms use sales compensation as a strategic advantage by defining strategy, managing success metrics, assisting with change management and ultimately providing continuous improvement tactics.
At the Sales Compensation Symposium, you will engage with sales comp colleagues and experts through keynotes, panels and workshops. The Sales Compensation Symposium provides the latest research, trends, practical examples and best practices of sales compensation governance, design and administration.
-
Tuesday, August 19, 2025 –
Tuesday, August 19, 2025 -
Minneapolis, MN
-
-
Sales Compensation Symposium
New York, NYExplore the latest trends, share ideas and experiences, and network with your peers at the #1 event for sales compensation professionals!
Sales Compensation is a convergence accelerator—it brings together organizational structure, jobs, processes and metrics to deliver faster ROI and customer value. Leading firms use sales compensation as a strategic advantage by defining strategy, managing success metrics, assisting with change management and ultimately providing continuous improvement tactics.
At the Sales Compensation Symposium, you will engage with sales comp colleagues and experts through keynotes, panels and workshops. The Sales Compensation Symposium provides the latest research, trends, practical examples and best practices of sales compensation governance, design and administration.
-
Thursday, August 21, 2025 –
Thursday, August 21, 2025 -
New York, NY
-
Join our Biotech & Pharma Community
Alexander Group’s community enables leading executives to share insights and takeaways for immediate use. Participants engage with sales leaders in interactive discussions while gaining knowledge on best practices, pitfalls and challenges.
Practice Leadership
Alexander Group Can Help
Is your go-to-market strategy focused on sales productivity to ensure profitable growth?